Business & Practice

Diageo Buys Seedlip Spirits to Tap Into Teetotalling Trend

Aug. 7, 2019, 4:18 PM

Diageo Plc, the world’s largest distiller, has noticed that people are drinking less than they used to. To tap into the trend, the company behind bar staples such as Johnnie Walker Scotch whisky is increasing its stake in nonalcoholic distilled spirit brand Seedlip to majority ownership.

Seedlip produces clear liquids with a similar mouth feel and complexity to high-end gin -- along with a comparable $35-a-bottle price. The brand was founded by teetotaler Ben Branson to address the challenge of what to drink when laying off the booze.

Diageo is keeping Branson onboard “to grow what we believe will be...

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